Have you made offers and you start to share with people and then you just get crickets? Are you having problems communicating? And you just feel like whenever somebody asks you, what do you do? Or what do you offer?
Well, today is all about helping you understand what the three biggest mistakes are when crafting offers that people tend to make and what stops them from getting high conversions.
I’m Meredith Canaan. I am your crazy singing coach. Today, as I said, we are going to go over and uncover the three biggest mistakes that people tend to make when making offers and trying to get clients to buy and I’m telling them to you so you can avoid them and understand. If I make them, it’s a mistake, you can always do better.
And if you want to find out more about crafting offers next week on Friday, 10:00 AM Pacific, I am offering a masterclass. If you’re catching this later feel free to shoot me an email to get the replay link.
So you can learn exactly how to craft an offer without making these amazing mistakes. So first mistake to avoid. And I think a lot of people do this because they think, “oh, look, I’m using the fancy things down here.” You’re here focusing on the features and not the results or the benefits.
Oftentimes people will say, “oh, I have this great coaching book program. And you get six coaching sessions with me. Any time between calls, you got a private slack channel, you get a fill in the blank.”
Guys, that’s not helping sell your program.
That’s the features or stuff you talk about. Inside the course, we do meditation. And in the meditation, we do 15 minutes and we process through our thoughts or we journal through them.
Those are features. They are not the benefits in the results. So for example, if you come to the masterclass, we’re going to have you understand what are the three biggest things inside your offer that you need so that you can create those conversion results. You can create connection results. So more people buy.
That’s the difference. And so often people get, are there enough features? Do I have to give you all the explanations? And so one of the best analogies that I learned is oftentimes we are talking about going from the pain offers that don’t convert people, not buying. When you make a thing or struggling to communicate it, pain to results.
Pain island to pleasure island.
I make offers and people say, yes, really easily. I have high conversion rates. Anytime I want to offer something new, I can just whip up an offer, craft it, get it out there. And people say, yes, I want to come and play.
I always have offers that convert. People always say yes. So that’s what happens when we talk about where we’re going. Those are the results we’re talking about. What does the picture of pleasure island look like? And oftentimes people describe the boat that gets you there, whether it’s a tugboat and we’re going to be rowing, or are we going to take a luxury cruise liner? Do we get cocktails and a swimming pool? We’re going to take our time? Or is it a speedboat with the wind flapping through our hairs? It doesn’t matter. I still want to get to pleasure island.
So the number one biggest mistake is that people focus on is what’s included in the offer and the features without focusing enough on the results that people are going to get from your offer.
And I know but wait! I can’t promise results if they don’t do the work. No, you can’t promise that they’re going to get results. Especially if they don’t show up.
I have private coaching clients and people in my programs and stuff. And I give them the steps. Some people actively take all the steps. They bring stuff to the coaching sessions. They’re like, I’d like to work on this copy. I’d like to work on this thing.
Guess what? They get results. You don’t have to promise that this is the result, but you can promise that if you take these steps that I laid out for you. You can get results. And these are the results that you’re going to get.
Whether it’s to lose some weight or feel healthier or detox your body, those are results. So that’s step number one, step.
Common Mistake #2
Number two, I think that people make mistakes with is using too much jargon and not using the words that are simple in the language. I have an 11 year old daughter and people often say that your copy should be able to be read by my 11 year old. And they can understand it. Especially if you’re having early offers, free offers to get people in, to meet you to say yes. Your freebies, your opt-ins, by the way, guys, a free masterclass, a free gift. All of this is an offer, it’s just free and they still need to know the results and the benefits that they’re going to give their time, energy, and money.
If our language is too complicated, or if it’s too jargony, people are going to get turned away. If I start talking about OT, owes people might be like, what? How to make sure that your OTO, blah, blah, blah, that’s jargony right in the world of business. Just so that, you know, OTO stands for a one time offer. How to craft a one-time offer or upsell or things like that.
Instead you could use simple language, like how to get more from your sales, by offering other additional products. It’s simple. Even my 11 year old daughter could understand that. Sometimes the jargon can be helpful if you’re narrowing down your niche and it’s language that helps.
You want to have people lean in and say, oh yes, I know exactly what we’re talking about here. A lot of my people, I use magic and language. I have a magic wand. So I use things like energy vibration. I use words that will help people who have a spiritual connection lean in. The other thing that you can do is to use language, to make things clear.
So you want to make sure that the languaging that you’re using is on purpose. Either you’re having people filter this themselves in or filter themselves out. But you don’t want to accidentally filter people out who are your ideal clients by making it too jargony by using words that they would never say, you want to use the exact language that a mom is saying like, “oh my goodness, I’m so over tired. I haven’t slept. I’m like falling dead on my feet.”
That’s what a, mom’s going say, hi, I’m a mom. I know these things.
So with your markets, moms use that type of language. It’s so important in crafting our offers that we use the right language.
And then it’s not too full of words. People don’t understand. You don’t want to have a glossary of terms. We’re going to talk about your CRM or we’re going to talk about your landing page and opt-in page. No, it might be too advanced for your beginners, making sure that you’re better beginners.
Now we want to make sure you have a way to send your emails. That’s the CRM. Those types of things. So make sure that you are avoiding using language that isn’t going to connect because our offers that convert use words and language that people go, “oh my goodness, this is me. It’s who I’m meant to be. This is me.” So you want your language to speak the way that they speak. So don’t use too much jargon, use their language.
Number three, is that what you’re offering them isn’t relevant to them or they don’t understand why it’s not important to their current situation. You’ve got great offers and products and services, but you’re selling it to people who don’t find it important. You haven’t clarified why this is solving their top of the mind problems.
So you might be sharing your offer, but you’re not sharing. Let’s say somebody is coming to your offer and they want to get healthier. And you start talking about all the benefits of weight loss, except for the fact that they didn’t say anything about weight loss. They just said getting healthier. So you want to make sure that your speaking to those goals of theirs and that you’re meeting them where they are.
What’s at the top of their mind and what’s important to them? How is it relevant to their current situation? And sometimes we’re making offers out there and we’re not making it relevant to those current situations or problems. So it’s so important to nail down and understand how your offer is going to serve their current main challenge.
How does it work? Why is it important? I think why it’s important is such an important question. When we look at anything, why are they coming to this conversation?
So for example, in crafting offers that convert it’s important. Because they want to make money. Because once you have this skill set, you can make offers at any time, whenever you feel like anywhere and just be like, oh, I have a new idea. I can make a new offer, especially if you’re very creative and you want to make lots of things, you can make lots of offers. Use that content creation queen, like myself, I’m one. I like making new offers. I do it quite a bit.
So why is it important? How is it relevant?
So crafting an offer is important to a business owner so they can make money to have a profitable business, which is why we have businesses. So that’s why it’s important and why it’s relevant. So you want to make sure that when you’re talking about your offer, you’re having that fused into why it’s important and how it relates to their challenges.
If you’re trying to offer something that’s not important to them and they don’t understand why it’s important, they’re not going to say yes.
I bought this fancy ring because I realized how tired I am. And I don’t think my quality of sleep is all that great. And why this is important is this ring. It tracks my sleep and gives me sleep data. And it breaks it down into like six different categories when I go to bed and all of these different things. And it’s important to me because I know that if I’m not sleeping well, then I can’t have the energy to be the Energizer bunny that I am. It is a need to have great, amazing restful sleep. And it’s a priority of mine because I’m a high energy person and sleep is one of the number one things that fuels that bucket for me.
Avoid Those 3 Main Mistakes and Join Me Live
So hopefully you’re clear on these three things. So just again, to remind you the three biggest mistakes you want to avoid.
One is focusing on the features, the what’s included and not the results, not what they’re going to have at the end of the day, from this offer.
Number two, not using their everyday simple language that my 11 year old girl could understand. And it’s too jargony. If they’re not already in your industry, you’re using jargony words and they might get lost. Especially if they’re new to this problem and making it number three is that it’s not relevant to what’s important to them. You haven’t shared with them why it’s important to do this one thing.
So hopefully this has helped you.